Crafted by boutique agency Tank, the campaign comprises TV, print and MTR posters, all depicting people from different walks of life - an athlete, teenagers, a mature couple, business executives - working hard towards making their dreams come a reality.
Michael Huddart, Manulife Hong Kong EVP and GM said: “The stories reflect the determination to excel and succeed, which the Olympic spirit enshrines. They also encapsulate Manulife’s philosophy - to help people fulfill their dreams, be they an athlete we are sponsoring under our sports scholarship programme with an eye to Olympic success, or our customers, by giving them the financial security and peace of mind to do what they most want to do.”
Tank director James Zi said the aim was to avoid a typical Olympics sponsor or thematic campaign. “The campaign has local relevancy to more effectively compete not just with other life insurance companies, but also other, bigger Olympic sponsors, who are using international Olympic superstars in their advertising,” he explained. “The objective was to draw a parallel between the Olympic spirit and the brand’s promise of helping its target 25- to 45-year-old audience to fulfill their dreams in life.”
Manulife has sponsored 10 local athletes - triathlete Lee Chi Wo stars in the new ads - to help achieve their dream of competing in the Olympics.
